Dampak Influencer sebagai Variabel Intervening bagi Pengguna TikTok Shop di Kota Semarang
DOI:
https://doi.org/10.58192/profit.v5i3.5000Keywords:
Brand Image, Influencer, Price, Purchasing Decision, TikTok ShopAbstract
This study aims to analyze the Influencer of price and brand image on the purchase of fashion products among TikTok Shop users in Semarang City, both directly and through Influencers as a mediating variable. This study employed an ex-planatory quantitative approach. Data were collected through a closed-ended questionnaire distributed to 200 respondents selected using a purposive sampling technique. Data analysis was conducted through validity testing, reliability testing, classical assumption testing, regression analysis, and mediation analysis using Jamovi version 2.6.44. The results show that all research instruments met the criteria for validity and reliability. The Adjusted R-squared value of 0.604 in-dicates that price, brand image, and Influencers explain 60.4% of the variation in purchase decisions, while the remain ning 39.6% is explained by other factors outside the research model. Partially, price, brand image, and Influencers have a positive and significant effect on purchase decisions. In addition, Influencers are proven to partially mediate the influence of price and brand image on purchase decisions. These findings indicate that purchase decisions on TikTok Shop are not only determined by price considerations and brand image, but are also influenced by social validation and marketing com-munication built through Influencers.
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